THE POWER OF THE PLATFORM: VISUAL STORYTELLING ON SOCIAL NETWORKS 99 Instagramers, and he quickly spread awareness of the contest to a broad audience. “We have groups through- out Europe—England, Germany, Italy, Spain, France, and beyond,” said Gonzalez. “It’s easy to promote a contest when you have 20,000+ fol- 106 lowers on your side.” In order to engage fans leading up to race day, the Indy 500 partnered with Seen to build an experience that allowed fans to share their Indy 500 journies (http://www.indy500orbust .com). By uploading photos to Twitter or Instagram and using the hashtag #Indy500orBust, fans were entered for a chance to win the ultimate Indy 500 experience. Unlike most hashtag-driven campaigns, however, #Indy500orBust didn’t end there. For the first time ever, Instagram pho- tos were incorporated throughout the Indy 500 marketing campaign, including an interactive map featur- ing geo-tagged photos (http://www .indy500orbust.com/map). Fans shared 10,828 photos using the hashtag #Indy500orBust during the campaign’s run from January 2013 to Memorial Day 2013. This num- ber grew by 8,000 throughout the duration of the official race weekend, with a total photo reach of 53,162,862. The Indy 500 also gained 4,400 new Instagram and Twitter fans during that time. One thing marketers might not realize about Instagram is its abil- ity to test and try out visual content. Dunkin’ Donuts has a passionate